Easily reach those emotional benefits with Laddering! Learn it, use it, teach it. Laddering or Means End Chain analysis is one of the most useful qualitative techniques ever. It’s a simple route to emotional benefits, (and more), an incredibly revealing … Continued

Develop your knowledge, skills and confidence in all types of qualitative depth interviews.
Learn how to avoid bias and leading, how to encourage and manage participants, how to write or adapt interview guides - and how to ask great questions.

Skills in moderating, observation, and facilitation; eliciting the hidden

Analysis & interpretation, storytelling & presenting

Client & project management, ethics & good practice

“Joanna worked with us to develop a very tailored qualitative skills training framework. She spent a lot of time getting to understand our business and the team’s needs, and it always felt like a collaborative effort. The planning and pre-work were meticulous; the workshops themselves were lively, engaging and fun. Feedback from the team was unanimously positive, and everyone was able to apply learnings straight away. I’ll recommend Joanna to anyone who needs to build qualitative skills. It’s a pleasure to work with such a passionate expert.”

Mike Stevens

EVP & Managing Director EMEA | Vision Critical

“Ask any fellow professional who trains and coaches in qualitative research who they most admire and the name played back to you, more than any other, is that of Joanna Chrzanowska. Much of our understanding about enriching the quality of qualitative encounters has originated with Joanna. She has applied a breadth of learning from the fields of psychology, anthropology, linguistics and NLP to the commercial coalface. Very few in our profession have thought so deeply about how we do what we do and then disseminated that thinking with such passion and generosity. Going beyond explaining how we do what we do she has also captured uniquely, how it feels when we are doing it; I urge you all to read ‘the inside story of a focus group’ from her inspirational book ‘ ‘Interviewing Groups and Individuals in Qualitative Market Research’.”